Study on Domestic Tourists’ Satisfaction with Tourism Service Quality at Duong Lam Ancient Village

The study identifiedmain factors and evaluatedthe satisfaction of domestic tourists with the quality of tourist services in Duong Lam Ancient Village. Several reseach methodologies were applied in this study, consisting of descriptive statistics, comparative statistics, Exploratory Factor Analysis (EFA) and the Multiple Variable Regression. The findings of the research indicatedthat the satisfaction of domestic tourists with the quality of tourist services in Duong Lam Ancient Village was influenced by 35 single indicators categorized into 6 factors, viz.service ability;prices of goods and services; culture; traditional handicrafts; traditional festivals; cuisine. About 80% of domestic tourists satisfied the tourist quality in the ancient village. However, some visitors have complained about the poor quality of tourist services in the ancient village. Therefore, to capture the tourists’ satisfaction, it is necessary to diversify tourist services as well as maintain and improve the current tourist service quality.